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Essentials of Marketing (15th Edition) – Perreault

Download Essentials of Marketing (15th Edition) – Perreault written by William Perreault in PDF format. This book is under the category Business and bearing the isbn/isbn13 number 1259573532/9781259573538. You may reffer the table below for additional details of the book.

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Specifications

book-author

William Perreault

publisher

McGraw-Hill Higher Education; 15th edition

file-type

PDF

pages

784 pages

language

English

asin

B01CF6FTF2

isbn10

1259573532

isbn13

9781259573538


Book Description

Essentials of Marketing: A Marketing Strategy Planning Approach 15th edition (PDF) is all about marketing and marketing strategy planning. At its core marketing strategy planning is about finding out how to do a superior job of satisfying customers.

This author squad takes that point of view seriously and considers in practicing what they preach. Students and instructors can trust that this new edition of Essentials of Marketing 15e and all of the teaching and learning materials that supplement it – will satisfy every college student and instructor’s needs.

Building on Pioneering Strengths This author team founded a groundbreaking structure – using the “four Ps” with a managerial approach for the preliminary marketing course. It has turned one of the most widely used business texts ever published because it organises the finest ideas about marketing so that readers can both comprehend and apply them. The merging focus of these concepts is on how to make marketing decisions that a manager must make in deciding what customers to aim and how best to meet their requirements. Over several editions of Essentials of Marketing; there have been continuous changes in marketing management and the marketing environment. Some of the changes have been subtle and others have been dramatic. As a result; the authors have made constant updates to the text to reflect marketing’s best ideas and practices. What’s exclusive about the Essentials of Marketing 15th edition? The four Ps framework managerial orientation and strategy planning focus have confirmed to be basic pillars that are remarkably strong for supporting new developments in the arena and innovations in the text and package.

Marketing’s pillar “Four Ps” framework was first introduced by Jerome McCarthy in the 1960s. Its managerial orientation and practical “How-To-Do-It” strategy planning approach continue with this latest 15th edition of Essentials of Marketing: A Marketing Strategy Planning Approach.

Essentials of Marketing: A Marketing Strategy Planning Approach 15e (PDF) teaches students analytical abilities and how-to-do-it skills that train them for success. The author team has purposely included a range of examples explanations frameworks models classification systems cases and “how-to-do-it” techniques that connect to our overall framework for marketing strategy planning. Similarly; the online Marketing Plan Coach assists university students to see how to make marketing plans. Taken together these objects speed the development of “marketing sense” and motivate the student to evaluate marketing situations and create marketing plans in a meaningful and confident way. They are practical and they work. The authors stress the careful integration of special topics. Some textbooks treat “special“ topics—like relationship marketing; international marketing; services marketing; and Internet marketing for not-for-profit organisations marketing; social; ethics issues; and business-to-business marketing—in separate chapters. The authors intentionally avoid doing that because they are convinced that treating such topics individually leads to unsuccessful compartmentalization of ideas. The inclusive package of materials gives instructors the flexibility to teach marketing their way – or for the learner the ability to learn marketing their way.

P.S. Contact us if you want Essentials of Marketing 15th Edition TestBank or other instructor resources.

NOTE: The product only includes the ebook Essentials of Marketing 15e in PDF. No access codes are included.

book-author

William Perreault

publisher

McGraw-Hill Higher Education; 15th edition

file-type

PDF

pages

784 pages

language

English

asin

B01CF6FTF2

isbn10

1259573532

isbn13

9781259573538

Table of contents


Table of contents :
Cover
Title Page
Copyright Page
Authors of Essentials of Marketing, 15/e
Preface
Acknowledgments
Brief Contents
Contents
1 CHAPTER ONE Marketing’s Value to Consumers, Firms, and Society
Marketing-What’s It All About?
Marketing Is Important to You
How Should We Define Marketing?
Macro-Marketing
The Role of Marketing in Economic Systems
Marketing’s Role Has Changed a Lot over the Years
What Does the Marketing Concept Mean?
The Marketing Concept and Customer Value
The Marketing Concept Applies in Nonprofit Organizations
The Marketing Concept, Social Responsibility, and Marketing Ethics
Conclusion
What’s Now?
Key Terms
Questions and Problems
Suggested Cases
Marketing Analytics: Data to Knowledge
2 CHAPTER TWO Marketing Strategy Planning
The Management Job in Marketing
What Is a Marketing Strategy?
Selecting a Market-Oriented Strategy Is Target Marketing
Developing Marketing Mixes for Target Markets
The Marketing Plan Is a Guide to Implementation and Control
Recognizing Customer Lifetime Value and Customer Equity
What Are Attractive Opportunities?
Marketing Strategy Planning Process Highlights Opportunities
Types of Opportunities to Pursue
International Opportunities Should Be Considered
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
3 CHAPTER THREE Evaluating Opportunities in the Changing Market Environment
The Market Environment
Objectives Should Set Firm’s Course
Company Resources May Limit Search for Opportunities
Analyzing Competitors and the Competitive Environment
The Economic Environment
The Technological Environment
The Political Environment
The Legal Environment
The Cultural and Social Environment
Using Screening Criteria to Narrow Down to Strategies
Planning Grids Help Evaluate a Portfolio of Opportunities
Evaluating Opportunities in International Markets
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
4 CHAPTER FOUR Focusing Marketing Strategy with Segmentation and Positioning
Search for Opportunities Can Begin by Understanding Markets
Naming Product-Markets and Generic Markets
Market Segmentation Defines Possible Target Markets
What Dimensions Are Used to Segment Markets?
More Sophisticated Techniques May Help in Segmenting
Differentiation and Positioning Take the Customer Point of View
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
5 CHAPTER FIVE Final Consumers and Their Buying Behavior
Consumer Behavior: Why Do They Buy What They Buy?
Economic Needs Affect Most Buying Decisions
Psychological Influences within an Individual
Social Influences Affect Consumer Behavior
Culture, Ethnicity, and Consumer Behavior
Individuals Are Affected by the Purchase Situation
The Consumer Decision Process
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
6 CHAPTER SIX Business and Organizational Customers and Their Buying Behavior
Business and Organizational Customers-A Big Opportunity
Organizational Customers Are Different
A Model of Business and Organizational Buying
Step 1: Define the Problem
Step 2: The Decision-Making Process
Step 3: Managing Buyer-Seller Relationships in Business Markets
Manufacturers Are Important Customers
Producers of Services-Smaller and More Spread Out
Retailers and Wholesalers Buy for Their Customers
The Government Market
Conclusion
What’s Now?
Key Terms
Questions and Problems
Creating Marketing Plans
Marketing Planning for Hillside Veterinary Clinic
Marketing Analytics: Data to Knowledge
7 CHAPTER SEVEN Improving Decisions with Marketing Information
Effective Marketing Requires Good Information
Changes Are Under Way in Marketing Information Systems
The Scientific Method and Marketing Research
Five-Step Approach to Marketing Research
Defining the Problem-Step 1
Analyzing the Situation-Step 2
Getting Problem-Specific Data-Step 3
Interpreting the Data-Step 4
Solving the Problem-Step 5
International Marketing Research
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
8 CHAPTER EIGHT Elements of Product Planning for Goods and Services
The Product Area Involves Many Strategy Decisions
What Is a Product?
Differences between Goods and Services
Branding Is a Strategy Decision
Achieving Brand Familiarity Is Not Easy
Protecting Brand Names and Trademarks
What Kind of Brand to Use?
Who Should Do the Branding?
Packaging Promotes, Protects, and Enhances
Warranty Policies Are a Part of Strategy Planning
Product Classes Help Plan Marketing Strategies
Consumer Product Classes
Business Products Are Different
Business Product Classes-How They Are Defined
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
9 CHAPTER NINE Product Management and New-Product Development
Innovation and Market Changes Create Opportunities
Managing Products over Their Life Cycles
Product Life Cycles Vary in Length
Planning for Different Stages of the Product Life Cycle
New-Product Planning
An Organized New-Product Development Process Is Critical
New-Product Development: A Total Company Effort
Need for Product Managers
Managing Product Quality
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
10 CHAPTER TEN Place and Development of Channel Systems
Marketing Strategy Planning Decisions for Place
Place Decisions Are Guided by “Ideal” Place Objectives
Channel System May Be Direct or Indirect
Channel Specialists May Reduce Discrepancies and Separations
Channel Relationship Must Be Managed
Vertical Marketing Systems Focus on Final Customers
The Best Channel System Should Achieve Ideal Market Exposure
Multichannel Distribution and Reverse Channels
Entering International Markets
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
11 CHAPTER ELEVEN Distribution Customer Service and Logistics
Physical Distribution Gets It to Customers
Physical Distribution Customer Service
Physical Distribution Concept Focuses on the Whole Distribution System
Coordinating Logistics Activities among Firms
The Transporting Function Adds Value to a Marketing Strategy
Which Transporting Alternative Is Best?
The Storing Function and Marketing Strategy
Specialized Storing Facilities May Be Required
The Distribution Center-A Different Kind of Warehouse
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
12 CHAPTER TWELVE Retailers, Wholesalers, and Their Strategy Planning
Retailers and Wholesalers Plan Their Own Strategies
The Nature of Retailing
Planning a Retailer’s Strategy
Conventional Retailers-Try to Avoid Price Competition
Expand Assortment and Service-To Compete at a High Price
Evolution of Mass-Merchandising Retailers
Some Retailers Focus on Added Convenience
Retailing and the Internet
Why Retailers Evolve and Change
Differences in Retailing in Different Nations
What Is a Wholesaler?
Wholesaling Is Changing with the Times
Wholesalers Add Value in Different Ways
Merchant Wholesalers Are the Most Numerous
Agents Are Strong on Selling
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
13 CHAPTER THIRTEEN Promotion-Introduction to Integrated Marketing Communications
Promotion Communicates to Target Markets
Several Promotion Methods Are Available
Someone Must Plan, Integrate, and Manage the Promotion Blend
Which Methods to Use Depends on Promotion Objectives
Promotion Requires Effective Communication
When Customers Initiate the Communication Process
How Typical Promotion Plans Are Blended and Integrated
Adoption Processes Can Guide Promotion Planning
Promotion Blends Vary over the Product Life Cycle
Setting the Promotion Budget
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
14 CHAPTER FOURTEEN Personal Selling and Customer Service
The Importance and Role of Personal Selling
What Kinds of Personal Selling Are Needed?
Order Getters Develop New Business Relationships
Order Takers Nurture Relationships to Keep the Business Coming
Supporting Sales Force Informs and Promotes in the Channel
Customer Service Promotes the Next Purchase
The Right Structure Helps Assign Responsibility
Information Technology Provides Tools to Do the Job
Sound Selection and Training to Build a Sales Force
Compensating and Motivating Salespeople
Personal Selling Techniques-Prospecting and Presenting
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
15 CHAPTER FIFTEEN Advertising and Sales Promotion
Advertising, Sales Promotion, and Marketing Strategy Planning
Advertising Is Big Business
Advertising Objectives Are a Strategy Decision
Objectives Determine the Kinds of Advertising Needed
Choosing the “Best” Medium-How to Deliver the Message
Digital and Mobile Advertising
Planning the “Best” Message-What to Communicate
Advertising Agencies Often Do the Work
Measuring Advertising Effectiveness Is Not Easy
Avoid Unfair Advertising
Sales Promotion-Do Something Different to Stimulate Change
Challenges in Managing Sales Promotion
Different Types of Sales Promotion for Different Targets
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
16 CHAPTER SIXTEEN Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Publicity, the Promotion Blend, and Marketing Strategy Planning
Paid, Earned, and Owned Media
Customers Obtain Information from Search, Pass-Along, and Experience
Create Owned Media Content Your Customers Can Use
Earned Media from Public Relations and the Press
Earned Media from Customer Advocacy
Social Media Differs from Traditional Media
Major Social Media Platforms
Software Can Manage, Measure, and Automate Online Media
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
17 CHAPTER SEVENTEEN Pricing Objectives and Policies
Price Has Many Strategy Dimensions
Objectives Should Guide Strategy Planning for Price
Profit-Oriented Objectives
Sales-Oriented Objectives
Status Quo Pricing Objectives
Most Firms Set Specific Pricing Policies- To Reach Objectives
Price Flexibility Policies
Price-Level Policies-Over the Product Life Cycle
Discount Policies-Reductions from List Prices
Allowance Policies-Off List Prices
Some Customers Get Something Extra
List Price May Depend on Geographic Pricing Policies
Pricing Policies Combine to Impact Customer Value
Legality of Pricing Policies
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
18 CHAPTER EIGHTEEN Price Setting in the Business World
Price Setting Is a Key Strategy Decision
Some Firms Just Use Markups
Average-Cost Pricing Is Common and Can Be Dangerous
Marketing Managers Must Consider Various Kinds of Costs
Break-Even Analysis Can Evaluate Possible Prices
Marginal Analysis Considers Both Costs and Demand
Additional Demand-Oriented Approaches for Setting Prices
Pricing a Full Line
Bid Pricing and Negotiated Pricing Depend Heavily on Costs
Conclusion
What’s Now?
Key Terms
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
Marketing Analytics: Data to Knowledge
19 CHAPTER NINETEEN Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
How Should Marketing Be Evaluated?
Can Consumer Satisfaction Be Measured?
Micro-Marketing Often Does Cost Too Much
Macro-Marketing Does Not Cost Too Much
Marketing Strategy Planning Process Requires Logic and Creativity
The Marketing Plan Brings All the Details Together
Challenges Facing Marketers
How Far Should the Marketing Concept Go?
Conclusion
What’s Now?
Questions and Problems
Marketing Planning for Hillside Veterinary Clinic
Suggested Cases
APPENDIX A Economics Fundamentals
APPENDIX B Marketing Arithmetic
APPENDIX C Career Planning in Marketing
APPENDIX D HIllside Veterinary Clinic Marketing Plan
BONUS CHAPTER 1 Implementing and Controlling Marketing Plans: Evolution and Revolution (full chapter content accessible online through Connect/SmartBook)
BONUS CHAPTER 2 Managing Marketing’s Link with Other Functional Areas (full chapter content accessible online through Connect/SmartBook)
Video Cases
1. Chick-fil-A: “Eat Mor Chikin” (Except on Sunday)
2. Bass Pro Shops (Outdoor World)
3. Toyota Prius: The Power of Excellence in Product Innovation and Marketing
4. Potbelly Sandwich Works Grows through “Quirky” Marketing
5. Suburban Regional Shopping Malls: Can the Magic Be Restored?
6. Strategic Marketing Planning in Big Brothers Big Sisters of America
7. Invacare Says, “Yes, You Can!” to Customers Worldwide
8. Segway Finds Niche Markets for Its Human Transporter Technology
Cases
1. McDonald’s “Seniors” Restaurant
2. Nature’s Way Foods, Inc.
3. Real NOCO Soccer Academy
4. Computer Xperts
5. Polymer Dynamics
6. Steel Solutions
7. Waimate Springs Lodge
8. Salvaggio’s Trattoria
9. Restful Night Motel
10. Sampson’s Ice Center
11. Run Free
12. DrV.com-Custom Vitamins
13. AAA Office World (AAA)
14. Schrock & Oh Design
15. The Olentangy Group
16. Tall Timber Lumber Supply
17. Simply Pure H2O4U, Inc.
18. West Tarrytown Volunteer Fire Department (WTVFD)
19. UltimateWedding.com
20. Minnehaha Marine & Camp
21. Geonovo Chemical, Inc. (GCI)
22. Bright Light Innovations: The Starlight Stove
23. Schmidt Furniture
24. WireX
25. Whittier Plastics
26. Abundant Harvest
27. Advanced Molding, Inc.
28. AAT Tools (AAT)
29. Quality Iron Castings, Inc.
30. Walker-Winkle Mills, Ltd.
31. Bowman Home Health Services (BHHS)
32. Lever, Ltd.
33. Kennedy & Gaffney (K&G)
34. Chess Aluminum Worldwide (CAW)
35. Skipper’s Pizza Pies
36. Silverglade Homes
37. Mallory’s Lemonade Stand (A)
38. Mallory’s Lemonade Stand (B)
Glossary
Notes
Author Index
Company Index
Subject Index

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